Insurance company Prudential recently launched a campaign, the 'Day One' project, asking American retirees to submit photos of themselves on their first day of retirement. Developed by agency Droga5, the Day One project is now turning into a massive collage that will appear over the Midtown Tunnel in New York City.
The billboard campaign began earlier this week, featuring only one photo of a retiree. Since the Day One project is a time-lapse one, as time goes on, more and more pictures will be added to billboard. This will happen over the next weeks and ultimately, the billboard will become a complete collage of photos of retired consumers.
This innovative and interactive campaign by Prudential provides a way for people to share their own experiences as well as drive other non-retired consumers to think about what they'd like their own retirement experience to be.